Research On Transformation Development Strategy Of Y Importing Company

China's imported consumer goods market has developed rapidly with the rise of online consumption and overseas purchasing,and it has been more than ten years.With the introduction of a series of national laws and regulations,the overseas purchasing has been limited,and the cross-border e-commerce platforms have soared like rockets.In this development process,ordinary trade import companies are playing an extremely important role.They have integrated the ordinary trade import with the domestic e-commerce retail and become an indispensable part of the Chinese e-commerce industry chain.However,there are very few researches on such enterprises,especially the research on the corporate developing strategy.This thesis reviews the history from overseas purchasing to cross-border e-commerce during the past decades,summarizes the development and current status of cross-border ecommerce in China.Considering the current scale of China's import consumer market,analyzes the status and role of ordinary trade import,and compares the differences and connections between ordinary trade and e-commerce in cross-border business.Based on this,this thesis conducted in-depth corporate strategy research for Y company which is an ordinary trade import company.Y company is a start-up company established in Dalian,engaged in the import,wholesale and retail of Japanese consumer goods.The company developed rapidly since established three years ago,but the bottleneck soon appeared: under the single business model,the company's turnover expansion was weak.Taking Y company as the object,this thesis analyzes the opportunities and threats it faces by using the PEST analysis model and the five-force model.Then,based on the issues that Y company is facing,using SWOT model and quantitative analysis method,the thesis designs a strategy for Y company that meets its own characteristics,which is to expend the business to cross-border e-commerce.The vertical integration strategy at the business level was decided to be introduced,and a self-operated e-commerce platform development strategy and existing business expansion strategy were decided as well.At the end,the thesis elaborates the implementation plan of the strategy.